Sony in Euro hunt for b-to-b support amid strategic shift

Sony's professional audio-visual technology arm is holding chemistry talks with agencies this week as it seeks to enhance its digital and insight capabilities.

LONDON: Sony's professional audio-visual technology arm is holding chemistry talks with agencies this week as it seeks to enhance its digital and insight capabilities.

Sony Professional Solutions provides technology, such as video cameras, microphones, and displays to business customers.

The incumbent agency on the UK and Europe account is Bite Communications, which is involved in the talks.

“This repitch is mainly due to a major shift in Sony Professional's strategy with an enhanced focus on digital and insight, as well as simple good business practice: after five years of good collaboration with our current agency, we are keen to make sure we continue to work with the best people and talent,” said a Sony spokeswoman.

The contest is the latest in a series of Sony pitches this year, with Sony Entertainment Network handing Shine a European brief last month. The Japanese company's other UK divisions also assigned Fever PlayStation 4 work, including the launch of the console, and split the consumer electronics brief between Consolidated, Margaret, and Hope&Glory.

Sony is looking to bounce back from a difficult few years. In May, it posted a net profit of about $446.4 million, up from a $4.6 billion loss in the previous year.

The same month, 40 of its senior executives gave up bonuses worth up to 50% of their salary after failing to make the company's consumer electronics business profitable.

This story originally appeared on the website of PRWeek UK.

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